Amassing experiences, not money, makes you "the richest man in the world" according to this glossy new global relaunch film for Martini.
Agency Abbott Mead Vickers BBDO enlisted Cherry director Jake Nava, who's known for videos for the likes of the Rolling Stones as well as ads like Beyonce's collaboration with Pepsi, to shoot the film, which follows the adventures of a young man who (symbolically chucks) away house and cars and gives it all up to go travelling the world. It's set to the soundtrack of David Axelrod's "The Edge," a track made famous by Dr. Dre, Nate Dog and Snoop Dogg when they sampled it on their hit "The Next Episode."
The message -- that time with friends is what makes life richer -- underlines the brand's new positioning, "Play With Time." It's a different, and less romantic, approach from that of its previous global campaign, "Begin Desire," by New York agency Opperman Weiss, which focused more on the brand's Italian roots.
The ad broke first in Italy, is now running in the rest of Europe and will eventually be aired globally.